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系統識別號 U0002-1106201209444100
中文論文名稱 半導體零組件通路商行銷模式之探討
英文論文名稱 Study of Semiconductor Distribution Business Marketing Pattern
校院名稱 淡江大學
系所名稱(中) 企業管理學系碩士在職專班
系所名稱(英) Department of Business Administration
學年度 100
學期 2
出版年 101
研究生中文姓名 張中華
研究生英文姓名 Chung-Hwa Chang
學號 799610158
學位類別 碩士
語文別 中文
口試日期 2012-05-31
論文頁數 77頁
口試委員 指導教授-李月華
委員-李月華
委員-吳坤山
委員-周建亨
中文關鍵字 半導體零組件通路商  競爭  供應鏈  附加價值 
英文關鍵字 semiconductor components distributor  competition  supply chain  value-added 
學科別分類 學科別社會科學管理學
中文摘要 本研究之目的,在於探討台灣半導體零組件通路商現況及困境,以及未來發展趨勢,再藉由外商與本土通路商之行銷組合與策略類型分析與比較,瞭解其各自的行銷策略及競爭力,以及不同之處。本研究透過個案研究方法,深度訪談與資料蒐集,分析台灣半導體零組件通路商與外資廠商進行比較與分析。相信,研究結果將提供正面臨國際通路商競爭威脅的本土企業通路商,以及在電子產業技術快速變化及複雜不確定性的環境下,提供新的營運模式與方案,幫助本土通路商尋求與發展出獨特的競爭優勢。茲將本研究發現及結論說明如下:
本研究發現目前半導體零組件通路商都面臨毛利過低的狀況,原因為與其他代理商同質性太高、無核心競爭力、無附加價值產出,導致面臨生存的危機。同時發現本土與外商的行銷策略不同之處,不過最後的目的都以提高附加價值能力為導向,提高毛利率為目標,繼續向前邁進。
半導體零組件通路商如果要能持續的成長,必須面臨現實環境的挑戰,同時強化水平與垂直的策略合作模式,以及滿足客戶的需求,附加價值的產出,並且透過合作以及策略聯盟以擴大其營運規模,持續在國際上開拓市場,成為具有競爭力的通路商。
英文摘要 The purpose of this study is to explore the components of the Taiwan Semiconductor distributors the current situation and the plight and future trends, re-analysis by the type of the marketing mix and strategies of foreign and local distributors to understand their respective marketing strategies and competitive, as well as differences. Through the case study method, analysis of Taiwan's semiconductor component distributors and foreign companies compared and analyzed. Believe that the results will provide local businesses distributor international distributor is facing the threat of competition, as well as in the electronics industry, rapid technological changes and complex uncertainty environment, provide new mode of operation and programs to help local distributors seek to develop a unique competitive advantage. The findings and conclusions of this study are as follows:

This study found that the semiconductor component distributors are faced with a low gross profit of the situation, because with the high homogeneity of the other agents, the core competitiveness, value-added output, leading to face the crisis of survival. Also found that the difference between local and foreign marketing strategy, but the final goal to improve the value-added capability-oriented and improve gross margins as the goal, continue to move forward.

The semiconductor component distributors to be able to continue growth, must face the reality of environmental challenges, to strengthen the horizontal and vertical modes of cooperation strategies, as well as to meet the needs of customers, value-added output, and through cooperation and strategic alliances to expand the scale of its operations, continued to develop new markets in the international competitive distributors.
論文目次 目 錄I
表 次III
圖 次IV
第一章 緒論1
第一節 研究背景與動機1
第二節 研究目的4
第三節 章節架構5
第二章 文獻探討6
第一節 競爭分析6
第二節 行銷通路與結構13
第三節 供應鏈定義及價值創造理論16
第四節 行銷觀念及行銷活動的說明23
第五節 關鍵成功因素30
第三章 研究設計34
第一節 研究分析架構34
第二節 研究方法38
第三節 研究範疇與個案公司選擇42
第四節 個案介紹與分析45
第四章 研究分析50
第一節 通路商之產業現況分析50
第二節 個案公司之分析比較52
第三節 通路商面臨之競爭因素與關鍵成功因素54
第四節 半導體零組件通路商與廠商需求之探討60
第五節 行銷策略與銷售強度之關係63
第五章 研究結論與對未來研究建議68
第一節 研究結論69
第二節 未來發展之建議70
第三節 本研究之限制建議72
參考文獻73
一、中文部份73
二、英文部份74
三、參考網站部份77


表 次

表2-1 供應鏈定義18
表3-1 大聯大發展歷程46
表3-2 艾睿電子發展歷程48
表4-1 個案公司分析比較53
表4-2 需求創造與五力分析比較57
表4-3 大聯大營收成長表67


圖 次

圖1-1 半導體產業供應鏈關聯圖3
圖1-2 本研究架構圖5
圖2-1 Porter 的五力分析7
圖2-2 Porter 的一般競爭策略12
圖2-3 謝文雀(2004)工業品之行銷通路模式14
圖2-4 半導體零組件供應鏈17
圖2-5 價值鏈(Value chain)20
圖2-6 Grant資源基礎理論21
圖2-7 SWOT分析25
圖3-1 電子產業鏈36
圖3-2 研究架構37
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三.參考網站部份:
1.大聯大控股 www.wpgholdings.com
2.艾睿電子 www.arrow.com
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